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India ranks lowest in net penetration, South Korea tops in Asia Pacific region
MUMBAI: South Korea boasts the greatest rate of Internet usage, with 65 per cent of its population using the Internet in May (home and work locations, age 15 or older), followed by Australia (62 per cent), New Zealand (60 per cent) and Hong Kong (59 per cent). India has the lowest penetration at just three per cent. comScore which provdes measuring services for the digital world, has released a review of Internet behavior covering 10 countries in the Asia-Pacific region. The comScore World Metrix study reveals that in May there were nearly 284 million people aged 15 years above who accessed the Internet from either a home or work computer in the region. This represents 10 per cent of the Asian-Pacific population who are 15 years of age and older. The average person in the Asia-Pacific region visiting the Internet is 13.8 days in the month and time spent is 20.2 hours with a total viewing of 2,171 pages. This compares to the global averages of 17.1 usage days per month, 25.2 hours per month, and 2,519 pages per month, indicating that the Asia-Pacific region’s PC-based Internet usage is somewhat lower than the rest of the world. China clearly has the largest online population with 91.5 million people (age 15 or older accessing the Internet from either a home or a work computer in May 2007), but this translates to a penetration of only 9 per cent of the country’s population. Japan has 53.7 million users (49 per cent penetration) and South Korea 26.3 million (65 per cent penetration). Combined, these three countries account for 60 per cent of the region’s Internet population. South Korea has the most active online population, using the Internet an average of 17.4 days per person in May, and dedicating 31.2 hours to viewing 4,546 pages during the month – twice as many pages as the regional average of 2,171 pages per user. New Zealanders constitute the smallest online population in the region (1,949 million people) but are online 16.4 days per month, versus the regional average of 13.8 days.
comScore executive VP Bob Ivins says, “We all know that the Asia-Pacific region is large and that Internet usage is growing rapidly. What is fascinating about this study is that it allows us to compare Internet usage across countries using a consistent measurement methodology and to then determine where PC-based Internet engagement is most developed. We are looking forward to providing additional insight into the online dynamics of this important region in the future.”
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
